The core product of sport companies is the sporting event, while the core product of professional sport is international sporting events. Consumers, both active and passive, are the most important players in sporting events. In my research, I studied passive sport consumers. I wanted to get an idea of what the main reason(s) for not attending the sporting event were and what had the least impact on it. The UEFA 2020 European Football Championship matches in Budapest were the subject of the investigation. The questionnaire was conducted online using the snowball method. The questionnaire was based on previous passive sports consumption questionnaires. Nearly 150 responses were received. Respondents were typically in the 18-25 age group, with an almost equal proportion of men and women. By place of residence, they were mainly urban with average incomes. High ticket prices, high additional costs of participation, limited disposable income, other entertainment alternatives and convenience were cited as the main reasons for not attending. The least influential reason for not attending was the lack of COVID19 immunity card. Based on this pattern, it may be worthwhile to offer additional services in stadiums outside the match, even during halftime (halftime show), which could provide alternative entertainment, raise the quality of the matches, or creating ticket and/or season ticket promotions for women, couples. Almost half of the respondents fully support the organisation of further international sporting events in Hungary.